David helps Goliath get Green

Lucia van der Post examines why brands are strengthening their ethical credentials by buying up smaller, eco-aware companies.

“When it comes to innovation it is readily observed that it’s easier to be nippy and creative, if you’re small. It’s also easier to be green and organic. Big companies, by their very nature, get set in their ways. They, too, of course were once small and innovative and grew successful because they had a great new idea. But once they’ve become a big, established brand it’s not easy to change tack without alienating or, at the very least, disorientating the existing customers they already have.” …….

read on at The Luxury Channel.

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